Brands
Sprite launches spicy food campaign featuring Sharvari and Sunil Grover
New ‘Spicy Laga. Sprite Utha.’ campaign celebrates the perfect pairing with fiery meals
New Delhi: If the spice gets nice, Sprite wants to be the ice. Sprite has unveiled its latest campaign, ‘Spicy Laga. Sprite Utha.’, starring brand ambassador Sharvari alongside comedian Sunil Grover, as the beverage brand taps into India’s growing love for spicy food.
The campaign is built around a familiar consumer habit of reaching for a chilled Sprite alongside spicy meals. Set in a bustling restaurant, the film sees Sunil Grover serving increasingly fiery dishes through his signature comic characters, while Sharvari instinctively picks up a Sprite, highlighting the drink’s crisp lemon-lime taste as a complement to bold flavours.
The campaign reflects Sprite’s focus on consumers who enjoy experimenting with spicy foods and sharing those experiences online. The brand positions the beverage as a flavour companion that enhances every spicy bite rather than simply cooling the heat.
Speaking about the campaign, Coca-Cola India and Southwest Asia, category head, sparkling flavours, Sumeli Chatterjee said the growing popularity of spicy food represents a broader shift towards memorable and shareable dining experiences. She added that the campaign extends beyond advertising through on-ground activations and digital partnerships centred around food culture.
Sharvari said the campaign celebrates a relatable food habit that many young consumers already follow, while Sunil Grover described the campaign as a humorous take on familiar dining moments that pair spicy food with a chilled Sprite.
As part of the initiative, Sprite will collaborate with more than 200 food and quick service restaurant partners across India, including Burger King, Wow! Momo and Tabasco. The campaign will also feature a nationwide on-pack promotion, giving consumers a chance to win a trip to South Korea.
The latest campaign forms part of Coca-Cola India’s broader strategy of connecting its brands with evolving consumer lifestyles through food-led experiences, partnerships and interactive promotions.
